Today has been a day of sales activity at Optix. I thought I’d share my thoughts and experience of CRM and how to setup your pipeline. I hope its useful.
Today has been a day of sales activity at Optix. I thought I’d share my thoughts and experience of CRM and how to setup your pipeline. I hope its useful.
The Millennial generation is getting serious. They are serious employees in serious positions of responsibility and serious buyers of our products and services now. At Optix Solutions I’ve been lucky enough to employ a number of this generation and I tell you what, they are different breed. If you don’t recognise the nuances of this generation and how they like to buy/be engaged with you will lose out.
In this blog I interviewed a member of the Optix team – Chris Boyd to get his take on life. I hope you get some interesting insight as I did.
Me: So what drives you?
Chris: Career progression, responsibility and enjoyment more than anything. I think unlike in the past, Money is a secondary goal, as long as your continuously improving and widening your skill set you’ll naturally land better (and higher paid) roles.
Me: What matters to you?
Chris: That I’m ahead of the game, that I have knowledge in all areas of my field and that people see me as the ‘go-to-guy’ when they want objective and helpful advice. I also want acknowledgement of my good work. It’s happened too many times previously where my work has been passed off as someone else’s. Sometimes you just have to accept that your not going to get recognition, but being a bit outspoken when it comes down to it does help – and if that bothers the other person: so be it. Likewise I won’t accept acknowledgement for other people’s work.
Me: What sites/apps do you and your friends interact with on a daily basis?
Chris: Facebook and Twitter is where I go to learn about current affairs. Snapchat, whatsapp and Instagram are the main channels I use to actually interact with my friends.
Me: How long do you spend online each day?
Chris: I’m online for my job and my downtime. I’m constantly connected, even down to my entertainment, it’s all streamed through Netflix, Now TV or Catch up channels. When I’m awake: I’m connected.
Me: Can you imagine a world without the internet?
Chris: I can imagine it, but it would be a struggle!
Me: Who do you look up to?
Chris: I look up to those around me that hold more knowledge and have gained success through that knowledge. I think it’s important to not overly idolise the likes of Mark Zuckerberg where luck has played a major role in their success. I have colleagues and clients close by that I look up to as successful and intelligent business people.
Me: What do you want from a job?
Chris: As cheesy as it sounds, I want to be happy. If you’re spending upwards of 9 hours a day doing something, it has to be enjoyable and worthwhile. I want to see results. I want to know that I’m making a difference. Whether that’s someone complimenting you on your service when watering in a restaurant or seeing a clients eyes light up when there’s been a major increase in traffic to their site.
Me: What do you want from an employer, any advice?
Chris: Flexibility and trust are a big driver for me; I know that I’ll always go the extra mile to ensure work is complete and in most cases I’ll try and exceed expectations. With this in mind, employers need to be flexible, if I’ve worked 2 hours overtime yesterday I don’t expect to be penalised for turning up 2 minutes late the next day – you’ll only deter me from sticking around. If you value your millennial employees – pick and choose your battles and ask yourself, “is what I’m about to say Trivial in the grand scheme.”
Me: Why is being a millennial in the workplace today different to previous generations?
Chris: I think today establishing yourself and finding a career path is much easier, you have a lot more support and resource, and university is very accessible. That being said, everything is much more competitive. In order to succeed nowadays you need to go the extra mile and allocate some of your free time to educating yourself. When in the workplace you’re constantly playing catch up to your more experienced counterparts, so you have to be out to impress.
My personal (and perhaps slightly controversial) opinion; is that having a degree nowadays isn’t anything special. If we all drove Ferraris and Lamborghinis they wouldn’t be considered a luxury car; it’s exactly the same. Without the additional time investment, shelling out for courses, reading blogs and listening to podcasts – getting ahead will be a struggle.
Me: Where will you be in 10 years time?
Chris: No matter the industry I think it’s important to aim for the top, when I worked in hotels I worked everyday with the end goal to be general manager. Now I’m in Marketing I aim for director/CMO or agency/business owner. I’m not sure where I’ll be, but wherever it is, I’m confident I’ll be at the top!
Have you ever wondered why a member of your team hasn’t done something you wanted, or perhaps they have, but you get the feeling that it’s been done with the least effort required to get the job done? I’m sure we’ve all been there. What I want to talk to you about today is how you can create an environment where people want to work for you and want take pride in their work. Its the ONLY way you can grow your business.
Over at Optix Solutions everyone we employ is awesome at their jobs. These are people who have studied the internet industry for many years (in some cases since it pretty much began). We have a group of guys and girls that are proud and passionate about what they do and how they can help their clients. These are people who don’t want to be told what to do, day in day out, with no input of their own. These are people who have a voice and a damn good one too. These are people who want to ‘own’ their work. And there lies the clue…
There is a huge difference between giving someone a task or project and asking them to tell you when it’s done and giving someone ownership or responsibility for that task or project. I’ve found this out the hard way over many years. Here’s the difference:
Straight forward delegation of task:
I’ll ask one of my team to complete a task/project and tell them I need it finished by X date. They’ll take it on, complete it and deliver it back again by that date. This is fine and gets the job done but it’s not half as good as….
I will delegate in exactly the same way but I might use slightly different wording along the lines of, ‘I’d really like you to own this project, you’ve got the authority to make decisions on how it’s done (within boundaries of course) and the responsibility of delivering on X date lies with you’
You see the difference? The impact of this is huge. Why? Because everyone wants to feel wanted, like they have a purpose and ownership of something, like they come to work for a reason. They will take pride in what they do, they will ‘own’ it. What you’ll get back from your team if you start with this approach will exceed your expectations and people will fly.
I was putting together a blog post for the Optix blog recently about the team we have there and I asked everyone what they liked about working for the company. Here are a few choice comments I had back:
Nick – “Flexibility/freedom to use my initiative and be creative”
Kris – “we are all genuinely challenged to be the best we can be, and our Directors actively encourage us to be a part of the company”
Kris – “You’re not just allowed to have your say, you’re listened to. If something doesn’t work or could be done better for a client, you have the power to change it. When we do well we are rewarded and when we make mistakes we’re encouraged to learn from them”
Charlie – “You are encouraged to learn and grow outside of your specific role – this creates real job satisfaction”
Dan – “My input is taken on board and I am my own man”
Dan – “When working in other organisations it has been all too easy to blend into the background and not be a leader. Here at Optix I am encouraged to take control of my own destiny and make things happen. With that comes responsibility, but without great responsibility you cannot have great power! Even Spiderman knows that”
Rich – “We throw a wicked xmas party!”
Ok, so maybe the last one has little to do with ownership but hey its true!
We understand at Optix that the company can only be successful if we have a team of people who are proud of who they work for, love coming to work and have ownership of the work they do.
How can you foster this environment with your team?
Now Your Thoughts
Some of you might be wondering why I’m writing about email marketing today – it’s old hat isn’t it? With all this new social media buzz, there is surely no place in the world for email marketing is there? Well I believe there is and I intend to tell you why and how you can use it to grow your client base today.
Let’s settle one thing quickly – if you’re reading this, thinking about buying a database from someone on a street corner (or even a more reputable source) then this article probably isn’t for you. I’m focusing today on using your own valuable data, built up over years possibly.
I want to start with a story. About a year ago a guy approached Optix having met me 6 years ago at a networking event. I’d agreed with him to receive the Optix newsletter and we both went our separate ways. Optix kept in touch with him by way of our monthly newsletter and recently he became one of our largest clients. He’d watched the business grow and liked what he’d seen.
Here are a few sure fire ways to use email marketing to help your business grow:
1). All about the data – A good email marketing campaign revolves around good data. Make sure yours is clean or you’ll just be throwing money away.
2). Build your data – what can you give away to build a database of leads/contacts/prospects? This year we launched our free social media policy generator: http://www.optixsolutions.co.uk/free-social-media-policy-generator/ – A tool of real value which also helps us build leads – true ‘Inbound Marketing’.
3). Split Test your email subject lines – A good email marketing system will split test campaigns for you. It will take 50% of your database and send two different subject lines, content variants or from names and then track the most successful delivery rate, then send the winner to the other 50% – using this will give you better open and click through rates.
4). Spam & Client Testing – Emails show up differently in different email clients. Now email is consumed more and more on mobile devices you need to make sure your email is designed and developed for all these variants. This again is something a good system should be able to do for you. If not, make sure you ask your designers to consider this.
5). Deal with bounces – If an email bounces (doesn’t reach its destination) it can be for a couple of reasons. A soft bounce may infer a problem with the routing of an email to someones email box/server and is likely to be ok next time round. A hard bounce means that email doesn’t exist any longer and should be cleaned from the database – no point spending money on people that won’t ever answer!
6). Use Autoresponders – When you signup to something on a site have you ever received an email a few days later which follows it up…and then again a week or so after that? You’re part of an autoresponder system. Clever marketers know that it takes a few ‘touches’ to get to a sale but tracking and sending emails to everyone that signs up with your site manually would be far too inefficient to deal with so autoresponders help to do this for you. Used cleverly, these are extremely powerful tools
7). Segment your data – If you’re blasting everyone in your database in one go you’re probably not getting the most from it. Segment your data into interests/purchases made if you’re running an ecommerce shop or even simple things like male/female if this makes a difference to your customer. For example, I’m not hugely interested in the latest dresses from Reiss (a favourite shop of mine) but they don’t send me that because I’m segmented in their database.
8). Tie into your Social Profiles – If you have a fantastic Facebook page and a tremendous Twitter presence then make the most of them. Ask people to sign up for your updates – if you don’t ask you don’t get after all. Don’t bombard them but a few calls to action every now and again is fine.
It’s time to get clever with your email marketing – it’s still one of the most powerful tools in the online marketing toolbox.
Oh and if you’re looking for a provider, we have our own that you can find out more about over at http://www.envirosend.co.uk
Image courtesy Ramberg Media Images
Now Your Thoughts
I wasn’t able to get to my blog post on Friday last week due to a string of seminars I’m currently running. Unusually we had three turn up within a week of each other so I had to prioritise and I’m afraid the blog post lost out this once. That said, I’m catching up now and figured it would make a good topic if I wrote about how important public speaking is for my own strategy and how you should consider embracing it, if you aren’t already.
Seminars/Presentations, whatever you want to call them, are gold dust. If you’re given the opportunity to run one, grasp it. Where else do you get a number of people interested in your subject in a room together? If you run it well then you will undoubtedly come out with lots of opportunities and increase your chance of being approached to provide a service or product after.
I wrote about presentation skills a while back where I focused on ten strategies for a successful presentation. Today is more about re-enforcing the importance of being seen out there in order to build your personal and company brand.
I know it’s quite appealing to shy away from these opportunities – the thought of standing up in front of a load of people and talking fills most people with fear but here’s the truth – it get’s easier and you need to start somewhere. Still to this day I get a little nervous when I’m about to speak but it’s natural and helps me to fire on all cylinders. If you get nervous, don’t let it stop you – much better to learn how to control the nerves than miss out on the fabulous opportunities these events provide.
I started presenting at University as it was part of some of the courses. When I then started Optix I made sure that I had every opportunity to be in front of people, either one to one or in a group presenting. I was never a natural speaker so one of the best things I did to help was to join a business networking group called BNI. At BNI’s all around the world, you meet up every week and have to stand in front of 20-40 business owners and tell them about your business for 60 seconds. This really focuses the mind and hones your presentation skills. If you’re starting out now why not look up a local BNI chapter and throw yourself in at the deep end.
There are also organisations like Toastmasters which I’ve heard are excellent (Although I’ve not had first hand experience) – These focus on improving your public speaking skills so if you’re not sure where to start then I’d recommend looking up one of these in your area.
Here’s another great tip. I attend a number of conferences and always watch the speakers very carefully. I want to improve my own style so I try and capture the essence of where these people get it right and adapt it into my own flow. Recently I was lucky enough to watch Chris Brogan speak and then even luckier to sit next to him at a sponsors dinner that night. He was able to do 20 minutes off the cuff, without any help (no powerpoint) while making people laugh and leaving people with major takeaways by the end of his talk – genius! I asked him at the dinner how he did it and if he had any tips – he said to me something that resonates every time I find myself in front of others – ‘Alastair, I’ve had a lot of opportunities to fail’. Chris speaks hundreds of times a year, all around the world – that’s an awful lot of times to work out what works and what sucks – it’s that simple – practice makes perfect. Thank you Chris
How do you get on with public speaking? Do you avoid it? Are you working on any plans to improve yourself and want to share these with others?
We’re all in business because of our clients – if it wasn’t for them we’d have no orders and therefore no business.
Client interaction has always fascinated me, its something I’ve studied since I started my web design & online marketing business over 10 years ago.
Originally there were three directors at Optix. We formed quite a nice triangle of skills – James had the design ability, Dave had the development background and I was ‘the mouth’ that went out shouting about how great ‘I thought’ we were :). So I have spent the majority of my career since then interacting and engaging with thousands of people, hundreds of which have become clients (and I thank them for that)
So how do you treat your clients? Here’s what I do:
1). I try my utmost to understand what their needs and challenges are from the beginning – thats far more important than telling them what we do.
2). I learn about their business. I want to understand where they’ve come from and where they are trying to get to.
3). I learn about them as a person. Where possible I try and find out about their family/friends and interests. This gives us more to talk about and more to build a relationship on.
4). I work out which of our services would help them get to where they are aiming to go (remember point 1? :)).
5). I never sell something I don’t truly believe will help them on their journey.
6). I’m always looking out for opportunities to refer in other people I know to them where I see that value can be added.
7). I’m also looking for opportunities for the client to connect with other people I know.
8). I see every client relationship as a long term partnership. I know that if they are successful then I will be successful – this drives everything I do.
9). I care deeply about every client – if they are unhappy, I am unhappy and will go to every length to make sure balance is restored.
10). I don’t do 9-5 – If someone needs me, they will get me.
11). If we mess up, I own up.
Oh and here’s one from Chris Brogan (A legend in the Social Media world):
Make your customers feel special – treat them with the ‘guest experience’ – I love this and am working hard on this in 2010
Without clients (partners), my business doesn’t exist and nor does yours. So how do you treat yours?
Last week I wrote about People 2 People and Personal Branding. A few of you asked how we actually implement this in our businesses so I wanted to highlight this in today’s post – hopefully to give you some food for thought.
Olivier highlighted 11 points that he felt every P-2-P business should have or at least work towards – let’s take them one at a time:
“1. The P2P business doesn’t hire though job sites or advertising. It hires by inviting candidates already connected to the company through social networks, both online and offline. “
I certainly can’t remember the last time we hired through advertising locally although I have to say that I’m not entirely on OB’s side here for Jobsites but the reason for that will become clear in the next few months. Yes, the old fashioned, faceless jobsite is a dying breed, but I think there might just be room for something new…more on that later The last few staff we’ve had at Optix have come through either social networks (or relationships built through social networks) or friends of the people that already work here. How great is that? One of my favourite things about recruiting is when one of the guys that works for me puts forward a friend that ‘really wants to work for Optix’ – that speaks volumes in my opinion.
“2. The P2P business no longer has a Director of Social Media, just like traditional B2B and B2C businesses no longer have a Director of Telephones: Social Media is completely embedded in the organization from an operational standpoint. What does that mean? It means that every department, from HR to Marketing to Product Development to Customer Service to Community Management uses Social Media the way they use any other tools and channels to do their jobs. “
Ok, so maybe we’re not quite big enough to have had an SM director in the first place, but that is probably my hat to be honest (I wear quite a few…and always look dapper ;). We have a number of staff with their own Twitter accounts/Facebook Pages/LinkedIn profiles and actively encourage this. The power in numbers through the business in incredible, all bouncing off each other, looking out for what each other is talking about on SM channels and all working together for the greater good of the company. I actively encourage my clients to consider use of SM in the same way at theirs.
“3. The P2P company doesn’t block FaceBook. The P2P company doesn’t block Twitter. The P2P company doesn’t block LinkedIn. It doesn’t frown on access to community platforms like Ning. As a matter of fact, the P2P company helps its employees participate in online and offline networks more effectively through training and development instead of trying to insulate them from those “dangerous” online community platforms.”
I think I’ve highlighted this point above as well. Conversations actively go on (on a daily basis between staff about clever ideas for SM channels). We love it.
“4. Within the P2P business, the I.T. department no longer plays the role of cranky gatekeeper when it comes to adopting and deploying digital tools. The I.T. department has morphed into the T.E. department: Technology Enablement. Former I.T. professionals with passive-aggressive tendencies who get in the way of employees using the latest and most effective digital tools no longer have a place in the P2P Business. (Buh-bye. Don’t let the door hit you in the ass on your way back to the ’90s.)”
Probably aimed more at the larger corporate here but once again, IT enablement is what it’s all about. I can’t understand those companies that block Facebook/Twitter etc on their networks – do they not realise that most of this SM stuff happens in the mobile space these days and they can’t block that?
“5. P2P Brand Managers are among the most sophisticated business strategists on the planet. No longer do they mostly be concerned with push messaging, self-serving marketing communications, trade dress and the ever ubiquitous logo redesigns. Their skillset has now exploded to meet the needs of an increasingly complex organization and marketplace.
We’re obviously in the slightly unique situation of working with brand strategists at other companies and so need to practice what we preach. We work with them to make sure the 4 P’s are ingrained in the strategy (In fact, we’ve worked with Olivier and Scott Gould at Likeminds to make sure our strategy offering is effective – we try where possible to practice what we preach)
“6. The P2P business understands how to smoothly blend campaigns with its daily mix of activities. Though it is naive to think that there is no longer a division between PR, Advertising, email marketing, web “marketing”, mobile marketing, customer support and community engagement, these roles and the deliverables they create work seamlessly together.”
As we’ve grown (From 2 to 13 in the last 6 years), we’ve gone through the silo effect and seen the damage this can cause. Dev not talking to Design, Design not talking to Sales, Sales not talking to anyone apart from their customers….you get the picture! Over the last few years we’ve done our very best to instil a culture of ‘team and family’ into the business. We have regular meetings where everyone thinks about client projects, we now have meetings with clients where everyone involved in the project is part of it so there is buy-in to the project. We’re not perfect yet but we’re working bloody hard to get there.
“7. The P2P business only uses corporate speak to make fun of corporate speak – and out of a sense of responsibility: Keeping that dying linguistic tradition alive will serve as a lesson to future generations that the world of gray cubicles, and cretinous business language almost destroyed business in the early 21st century. “
Not even going to expand on this one – The days of Gordon Geckko are no longer here…
“8. Employees of P2P businesses don’t hate their jobs. Why? Because they are empowered by their management team to collaborate with employees and the communities they touch. As a result of being clearly aware of their operational boundaries and because they receive ongoing, multilateral support from their organization, they know how to act professionally when dealing with the public.”
I think I mentioned this one earlier. When you have staff referring their friends to work for you, you’ve nailed it. After all, they wouldn’t be a very good pal if they got their mate into a business that sucked would they! We empower all our staff to ‘amaze clients where possible’ – That line is even in our staff benefits package because we want our staff to know that’s what’s important to us as a business…creating fantastic customer experiences.
“9. The P2P business no longer outsources its customer service. Period.”
We never did and we never will. Period
“10. The P2P business partners with like-minds. Put simply, it understands that the partners it aligns itself with say at least as much about its brand(s) as it does on its own. Even when partnerships are meant to be purely strategic or tactical, they signal an alignment of values that the marketplace (the community) is quick to take note of and interpret.”
Partners and Likeminds has been a personal goal of mine for 2010. I’ve spent a lot of time this year building relationships, strategic alliances and partnerships with some influential people and companies. As a business we recognise that the public perception of us is paramount to our success and the more people out there working with us on projects, the better. We started the Optix Inside Circle this year where we invited select partners (for strategic reasons) to a morning session where they could meet each other, network and then hopefully learn something of value for their own client base. The first event was very well attended locally and I’m looking forward to developing these events further this year.
“11. In case it wasn’t obvious: People would sell their grandmother to work there. Not just because the P2P company pays well (it might not) but because it is known to be a fantastic place to work, learn, and build lasting professional and personal relationships. People who work there are happier than most, professionally engaged and fulfilled, consider themselves successful (their definition may differ from yours), and wouldn’t dream of working anywhere else.”
This is certainly the feedback I’ve had from others…no doubt my wonderful team who are reading this will jump on me as soon as they pickup this RSS feed
Here’s to P-2-P Olivier – Thanks for your post.
Just before I start, If you were confused by ‘p2p’ in the title it stands for People to People. More on that later.
I want to take a look at something that’s become very important to me recently – personal brand. In my opinion one of the biggest changes in marketing this last year or two (since social media) is the move from business brands to personal brands. There has been a lot of talk about whether you should promote your business through social media channels using a business account, or through personal accounts from staff within the company, or even a combination of the two. I’ve been sitting back studying the trends for quite a while now and have formed my own opinion on this given everything I know and have witnessed through the last year or two. I’m going to use Twitter for this post as it’s probably one of the easiest social media channels to look at.
So if you’re starting up a business or are simply just getting into Social Media how should you create your accounts? I believe there are a few good (not right or wrong) ways of doing this. My view is to research others then adapt these to my own requirements. Here are my recommendations for accounts to look at:
Take a look at the Ford US Twitter account – There is a guy called Scott Monty who heads up social media and under the Ford account, shares the responsibility for tweeting with a number of other staff there. They differentiate the tweets by using the ^ symbol followed by the initials of the staff member there. This has the immediate impact of personalising the brand. The bio clearly defines who does what so when communicating with them you feel like there is a personal touch (shown below):
“· Bio Drive One. This account is run by @ScottMonty (^SM) & @GwenPeake (^GP), Digital Communications, @JWard35 (^JW) @MSchirmerFord (^MHS), Product Communications”
ASOS the famous online clothing retailer take this a step further and encourage staff members to have their own accounts, preceded with ASOS_ – They appear to then build their own networks while subtly promoting ASOS if there is the opportunity (but not shoving things down people’s throats). This is another great way of spreading a brand message using a personal touch.
Dell Outlet use Twitter for coupons and promo codes for their outlet store. They were famously one of the first major brands to come out in public with a true social media ROI. They have other accounts for customer service and engaging users although interestingly they appear to now be engaging much more on this Outlet account (maybe someone had a word!). There is speculation over whether a social network should be used for pure sales like this and I certainly wouldn’t advise you try this if you’re in an SME without brand power like Dell, but clearly its working for them so one to watch.
At Optix Solutions we have a number of accounts – The main Optix account is used to promote client websites, site launches and news from the business. It’s definitely been harder to build followers on this account but we do see it as another strand to the businesses marketing mix. We also do our best to show our business personality promoting things like new staff, goals, achievements and events that we put on – like #optixhatday (where all the staff had to wear a hat) and #optixhawaainday (where we dressed in colourful clothing because of the rubbish summer we had). We then encourage our staff to create their own accounts and build their own networks. This is really important as a business because of the power in numbers. The more people we are talking to locally, the more know us, the more likely we are to pick up the opportunity to quote on work as and when it happens. None of these accounts directly sell, they simply build relationships.
Olivier Blanchard (The Brand Builder) wrote a fantastic post on a new classification of business p2p (person to person).
I completely agree with Olivier’s post and am really looking forward to doing business in a new ‘p2p world’ but for these companies to exist and flourish it’s vital that some of the more old school way of thinking is put aside and staff are empowered to concentrate on their personal brands.
Aren Grimshaw of Tonick Media summed this up for me at the recent Likeminds event in Exeter. He said, ‘The simple way of describing the use of social media in businesses is to draw the analogy with the traditional village shop where you walked in and the owner knew your name, what you bought each time and probably asked how your partner and kids were at the same time’. It’s all about personal service and personal connections. Nail this and you’ll nail social media channels like Twitter
These maybe basic, but for the starters amongst you here are my ‘Banksy’s top 5 tips’ for working on your personal brand online:
1). Use a picture of your face on social networks – where possible use the same picture across the networks for consistency. Some people like to show themselves doing something they enjoy (like sport) – This is fine if you can see the face too. It’s important to personalise a medium which could be seen as fairly impersonal. Don’t hide behind a silly avatar. I like to recognise who I’m talking too and then when I meet them in real life I know instantly who they are.
2). Be likeable – This goes for all walks of life – on and offline but is so important. Consider what people say about you when you’re not in the room – if you’re not sure or are worried about this, you may just need to think about your attitude a bit and work on it.
3). Be Helpful – Don’t spend all day talking about yourself or trolling other people. No one likes listening to someone else go on about themselves all day or belittling others. Consider what you can do to help your friends, family and colleagues now. Go and do something memorable for them this minute. Give value without expecting anything in return – it’s a philosophy that will stand you in good stead. On social media platforms like Twitter you need to make sure you’re retweeting people, thanking them when they retweet you and point your followers in the direction of information they would find useful.
4). Mix it up – Business and Pleasure – In my opinion it’s much easier to relate to someone if they are a mixture of business and pleasure. It’s far easier to get on with someone if you can uncover things that they like to do outside work and perhaps common interests.
5). Attitude – Ok, so maybe this is covered by some of the points above but it’s just so important to everything you do and how far you’ll go. Do you wake up in the morning full of life, go to work and love what you do? Attitude is catching – make sure you surround yourself with positive people where possible, they will rub off on you and help you succeed. In the same way, negative people will drain you – rid your life of these people.
So if you’re going to be a p2p company as Olivier’s blog sets out, you need to make sure you and all your staff (if you have them) adopt these values early and make sure they are ingrained in the fabric of your organisation.
P.S. We’ve partnered with the forward-thinking team at Like Minds to produce a White Paper on how businesses are (or aren’t!) using Social Media and we would love for you to be a part of it! All you need to do is take a few minutes to fill out the survey here: http://bit.ly/9FUt8W.
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I learnt a valuable lesson about marketing once which fundamentally changed the way I view the composition of marketing material for my businesses. This was the lesson: It’s not about me/my business, it’s about the needs of my prospective clients. Sounds simple doesn’t it, but it’s all to easy to talk about yourself when putting together this material. I challenge you to look at your own material now (yes this minute – go and grab it) with a subjective head on and consider how it would read to someone you want as a client. Have you told them how great you are? Have you told them how much experience you have, how many years you’ve been in business and the fact that you’re one of the best in your area at what you do? Is this the main message? Guess what? Your prospective clients don’t care. They have their own issues, their own challenges and their own needs to satisfy. They don’t care if you’ve got over 50 years combined experience in your market, they probably don’t care if you are the number one company offering XYZ in your area! These maybe useful to know and perhaps you should have these as after thoughts but they shouldn’t be your main message. What you actually need to do is define the audience you’re trying to reach, why they might need to buy what you offer and then heres the clincher – solve their problem for them (or at least tell them that you can solve it somehow).
When you start thinking about marketing like this, it requires a different style of thinking, a different outlook on the production of this important material. In my opinion there are far too many companies out there simply ticking a ‘marketing box’. They produce some material saying how great they are, they send it out either electronically or via snail mail and then saying ‘Yeah good job guys, that’s the marketing bit done’. They then wonder why they are not getting results and why the phone is not ringing off the hook. Next time you’re putting together something which is marketing your business, try and think of how it will be viewed in terms of the buyer. If you’re like me then I’m sure that everyday you gets lots of letters, glossy flyers and brochures across your desk – how many of these end up in filing cabinet Z (The bin)? A large proportion I’ll wager? Now think about what made you pull that one thing aside to actually spend some time looking at? I bet it added value for you in some way, or helped towards, or claimed to be able to solve a problem you have? The success in direct mail and e-marketing can be quite low so you need to make sure you make it work for you. It can be expensive after all. If you’re looking for inspiration then I can thoroughly recommend signing upto the Glazer Kennedy Insiders Circle. These guys are legends at preparing marketing material which really works. You can also check them out on their Facebook page or follow Mara Glazer on Twitter. You won’t be dissapointed.
One last tip – Not all of us are or ever will be marketers so when you produce drafts for your next brochure of sales flyer, try sending it out to friends and colleagues who could be potential buyers and ask theem to be as constructive as possible. Be prepared to have it ripped apart and get ready for the critiscm – Don’t get defensive if its not what you want to hear – after all you don’t want to send out something that’s going to get you nowhere do you? The end result will be a more successful campaign and hopefully better conversions into real business.
Most importantantly – Have Fun